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Alejandro Ferrer is the Chief Marketing Officer at BeWay - The Behavioral Way. Previously, he held various senior marketing roles at The Coca-Cola Company, including Frontline Marketing Senior Director for Mexico, Integrated Marketing Communications Sr. Director for Latin Center, Sr. Director Coca-Cola Trademark for Latin Center, Colombia Portfolio Senior Director, Sparkling Brands Portfolio Director for Latin Center, Marketing Director for Morocco and Equatorial Africa, Global Brand Director for Coca-Cola at Global Headquarters, and Global Marketing Manager for Coca-Cola Innovation at Global Headquarters. Alejandro holds an MSc in Behavioral Science from The London School of Economics and Political Science, and has completed post-graduate studies in Marketing from Tecnológico de Monterrey.